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Marketing Mix Strategies towards the Bottom of the Pyramid: a study of the Brazilian market
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Prahalad has started a debate in the last decade regarding the opportunities of doing business

towards the low-income consumers of emerging markets, which he called Bottom of the Pyramid

(BOP) markets. The purpose of this study is to investigate how companies adapt their marketing

mix strategies in order to target this type of market. The research is developed as case studies

within the Brazilian telecom market in order to offer a new BOP setting as previous research has

been focusing on Asia and Africa. Semi-structured face-to-face interviews are conducted with

managers of the prepaid segment of three telecom companies. The study shows that price

strategies are most important to adapt towards affordability in order to target BOP markets

because of consumers’ limited budget. While adaptation in product and place are also seen, they

are not as substantial as in price. The strategy that was not adapted was promotion as traditional

channels are most common within the Brazilian BOP market. Moreover, companies with a

strategy that traditionally have been upper-segment-centric do have to make larger and more

innovative adaptations in order to market this segment.

Place, publisher, year, edition, pages
2013. , 50 p.
Keyword [en]
Marketing Mix Strategy, Bottom of the Pyramid (BOP), Brazilian Market, Telecom Industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-202336OAI: oai:DiVA.org:uu-202336DiVA: diva2:631828
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-06-24 Created: 2013-06-24 Last updated: 2013-06-24Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
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Language
  • de-DE
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  • en-US
  • fi-FI
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  • nn-NB
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  • Other locale
More languages
Output format
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